Campaign Fine-Tune

It involves taking necessary steps to ensure that there are minimum variances across key campaign metrics. This includes tracking data and optimizing campaigns to put each campaign element on track and achieve desired campaign objectives.

• Measuring campaign variance: Campaign variance typically refers to the difference in the impressions, clicks, leads, final conversions, which the client had signed up initially and actual numbers witnessed as the output of the campaign at each stage. This variance is typically measured on a regular basis and if detected, campaigns are optimized by channel teams to bring them on track so that promised campaign output is delivered. There could be various reasons for campaign variance depending on the type of campaign, the nature of market, campaign execution methodology, the nature of targeted audience, the quality of initial planning and set-up, etc.
• Optimizing campaigns: Campaigns are optimized to enhance performance and bring them at par with their best possible execution values. Techniques for optimizing campaigns for each channel vary and generally resources specialized in campaign optimization execute these changes. Optimization not only includes changes which impact the outcome (for example, conversions), but also those which impact the RoI in terms of campaign cost (lowering CPC, CPA, etc.). We would discuss specific optimization techniques for the key channels in later sections.